Overview: Diageo-owned Astral Tequila has secured the role of official tequila partner for the upcoming sequel to Practical Magic. The brand is launching a promotional tour across four US cities while debuting a social microdrama series that recreates the film’s iconic midnight drinking scene.
The Full Story
Ahead of the release of Practical Magic 2 on 10 September, Diageo is celebrating the sequel with a mini-series titled ‘It’s Midnight Somewhere’. The social microdrama series pays homage to the midnight Margaritas scene from the original 1998 film. Practical Magic has become a cult classic since its release, featuring Sandra Bullock and Nicole Kidman as sisters who descend from a long line of witches. One of the film’s most memorable scenes shows the pair joining their aunts to make Margaritas and take shots of Tequila during a midnight drinking session.
The ‘It’s Midnight Somewhere’ series stars sisters and television personalities Brooks and Grace Ann Nader. The duo are depicted making Margaritas and ending upon a ‘mysterious adventure filled with humour, twists, and sisterly shenanigans’. The series features five mini-episodes that can be viewed on YouTube Shorts, Instagram and TikTok. The Naders said: “We had the best time bringing ‘It’s Midnight Somewhere’ to life, making each other laugh, and paying homage to a movie that’s all about the importance of sisterhood.” In addition, Astral will be part of a tour as part of the film’s promotion, stopping in four US cities during September. Legal-drinking-age fans can visit the custom-wrapped trailer to enjoy Margaritas and activities including tarot card readings, photo opportunities, and giveaways.
The tour made its initial stops at The Tall Ship in Boston and the Salem Witch Fest (18-22 August) in Massachusetts. It will head to Chicago’s Edgewater Festival on 29 August. Afterwards, the tour heads to Coney Island Fireworks in Brooklyn, New York, on 4 September, and ends at AMC Lincoln Square in the same city on 9 September. The Astral Midnight Margarita is a key focus of the campaign, featuring in bars and restaurants across the US. The frozen Margarita combines Astral Blanco with fresh lime juice and cream of coconut, which are blended together with ice and garnished with a lime wheel.
Brand & Industry History
Astral Tequila joined Diageo’s portfolio in 2020 when it bought Davos Brands as part of a US$610m deal that included Ryan Reynolds-backed Aviation American Gin. The company’s full-year sales were down by 2%, with Don Julio and Casamigos decreasing by 19.2% and 27.7% respectively.
What This Means
The company has sought to focus on the more mid-tier Astral Tequila as it faces declining sales for super-premium brands Casamigos and Don Julio. This strategic shift highlights a pivot toward the mid-tier portfolio amidst broader market adjustments within the spirits sector.
Consumer Takeaway
The campaign offers consumers access to the ‘It’s Midnight Somewhere’ series on social platforms and the opportunity to visit the promotional tour in Boston, Salem, Chicago, Brooklyn, and New York. Legal-drinking-age enthusiasts can enjoy the Frozen Astral Midnight Margarita recipe featuring Astral Blanco, lime juice, and cream of coconut at participating bars and restaurants.
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